I’ve been asked to think of ways I would make the bicycle more popular.
How have other sectors altered perceptions of unattractive products, services or brands?
The humble push-bike has problems connected with its use. The most common ones – ‘I can’t wear smart clothes’, ‘I’ll get wet’, car fumes, traffic worries and ‘I’ll get hot and sweaty’.
The exercise industry turned the problem of ‘I’ll get hot and sweaty’ into an opportunity for a gym to shine. If members get hot and sweaty, there are luxury bathrooms to get clean in. They lay on nice shampoo, clean fluffy towels and lockers. They open early and late – so I have time to workout when I want to and don’t go to work looking a mess.
The gym offer focuses on one goal – losing weight. The experience helps members to achieve this – personal trainers, classes when it suits me, all of which become movements in their own right. If I’m too busy to go to the gym, it can come to me with a video and some basic equipment.
The barrier to entry is low – I can pay monthly to access all of these services. The barrier to exit is high – my contract makes me think twice about leaving the gym. The business takes the money if I attend or not.
Apple on the other hand made a previously complex sector simple. With itunes and the ipod the software that I use to buy and manage files, to the user interface and the device design are all integrated and easy to use. I can pay per track, rather than per album. I can get a free taster before I buy.
Skoda turned an uncool reputation into an opportunity. They outclassed their competitors by being light-hearted and dealing with a reputation problem head-on ‘It is a Skoda, honest‘. They obtained style from outside design firms, improved their engineering, and the VW reputation restored faith in the brand. With an excellent product and all the above, they recovered.
With the mobile phone, the networks changed the game by aiming for customer lifetime value rather than a handset purchase. Making handsets free and signing up customers to long-term contracts, the networks recouped the costs. The barrier to entry for a customer to get a new phone was low.
So what should cycling policy makers do to get more people cycling?:
* A grant scheme for companies to install or improve existing shower facilities on their premises
* For those who can’t fit a shower in their premises, fund a ’shower card’ which gives members use of gym/pool bathrooms to clean up before they go to work
* Create a marketing campaign to piggy-back on the weight loss movement. One problem (weight), one solution – cycling. Or one problem (full busses), one solution (cycling). Dont talk about the rain or the car fumes. Focus on one issue. Do you hear about negatives such as fumes or personal safety from runners or the exercise industry? Nope.
* Make a complete cycling experience. Create a place where I can book a cycling class (morning or night), hook up with a bike-qualified personal trainer, cycle on site or outside, with excellent showers.
* Create and spread a cycle-related exercise craze. For example: Brazilian/synchronized/military-style cycling.
* Pay monthly for bikes. For a monthly fee, get a bike and access to classes and a personal trainer. See City Car Club (servicing, cleaning, upgrades).
* Create a campaign which addresses cycling perception issues head on. Show how you can wear smart clothes and cycle, how to stay dry, how car fumes are actually lower when you cycle. Partner with cool designers who can design smarter clothes, whose reputation for style will rub off on the whole industry. Partner with a company who has a reputation for making things reliable and simple (Apple/VW) and create a bike which works for cyclists and the office.
